Profile
Creative problem solver with two decades of experience in crafting elegant, human-centred solutions to solve complex business challenges. Adept at leveraging tools and design thinking methodologies to drive digital transformation, enhance operational efficiency and 10x user experience.

Proven track record of leading and collaborating with cross-functional teams across the US and India, delivering impactful results across diverse industries.

Mission

To be a catalyst for positive change in the world by helping purpose-led businesses to simplify operations so that they can amplify their human impact for greater good.

Core Competencies

• User Experience (UX) Design

• Systems Analysis & Design

• Information Architecture

• Agile Project Management

• Data-Driven Marketing

• Cross-Functional Team Leadership

• Client Relationship Management

Professional Experience

Holistic Design AI, Remote | Founder & CEO

June 2024 - Present

• Founded an AI automation agency specialising in solutions for healthcare practitioners and business owners

• Develop and implement AI-driven strategies to:

  • Optimise workflows

  • Provide AI assistants

  • Create knowledge bases

• Enhance client experiences and unlock growth opportunities through innovative AI applications

Clinsys, Lab Sciences, Remote | Lead UX Designer

October 2022 - May 2024

• Directed UX design for comprehensive Laboratory Information Systems (LIS)

• Optimised specimen processing and inventory management for global environmental and healthcare laboratories

• Collaborated with international teams to enhance system inventory functionality

• Achieved significant improvements in data accuracy and laboratory performance

• Championed user-centred design principles, elevating overall product quality and user satisfaction

TPX Impact/Manifesto, London | UX Consultant

September 2021 - October 2022

• Led UX design for NHS England's Fault Reporting App

• Managed project from initial research to high-fidelity prototypes

• Spearheaded user research initiatives for Westminster City Council's website

• Improved user experience and accessibility

• Developed and implemented training programmes

• Equipped council staff with key research methodologies for ongoing user-centred design practices

• Led UX design for Finddx.org, a core WHO partners and global non-profit organisation, focused on driving the diagnostic readiness agenda for pandemic prevention

Unilever, London | Global Data-Driven Marketing Lead

August 2017 - August 2018

• Devised and implemented global data-driven marketing strategy for Hair & Beauty brands

• Achieved significant increase in first-party data capture post-GDPR implementation

Opticall Eyecare, London | Product Design Lead

September 2009 - March 2015

• Co-founded and scaled a successful mobile opticians service

• Became the leading provider in the Home Counties, UK

• Designed and implemented a proprietary patient care and management application

• Streamlined operations and enhanced service delivery

Education

• Professional Diploma in UX Design, Glasgow Caledonian University (2017-2018)

• Professional Diploma in Digital Marketing, Google Squared University (2013-2014)

• BSc (Hons) Computer Science (Systems Analysis & Design), 2:1, Leeds Beckett University (1998-2002)

  
  

Interests

• Health & Wellbeing

• Tech For Good

• Inclusive Design

• Environmental Sustainability

• Emerging Technologies

• Movement

• Music

• Slow Travel

• Resisting Grind Culture

• Human-to-Human Connection